Empirical Research On Users’ Acceptance Of Mobile Micro-blog Based On UTAUT

Micro-blog has become the most mainstream internet product in China these years. The huge scale of users has prompted it gradually to be the center of network public opinion and the most important social media. However, user behavior is quietly changing. The PC users’activity has stopped increasing and even decreased, while more users have turned to mobile micro-blog. As a typical representative of the fast-developing mobile applications, mobile micro-blog shows great potential for future development. Therefore, the research on user behavior of mobile micro-blog and the influence factors of users’ acceptance does possess important theoretical and practical significance.Based on the UTAUT, and combined with the perceived risk variable, the research builds a new mobile micro-blog users’acceptance model. Then questionnaire survey, statistical analysis and the SEM statistic method are adopted to validate the interrelation of variables in the model and test the hypotheses. The empirical results show that use behavior is directly and positively affected by behavior intention and facilitating conditions, and indirectly and positively affected by effort expectancy, social influence and performance expectancy, and indirectly and negatively affected by perceived risk. In addition, effort expectancy has direct and positive impact on performance expectancy, whereas social influence has direct and negative impact on perceived risk.The paper consists of six parts. The first part introduces the background, purposes, significance and procedures of the research; the second part is the literature review of relevant studies and theories; the third part builds the new mobile micro-blog users’ acceptance model, and puts forward hypotheses; the fourth part explains in detail the research design; the fifth part conducts the empirical research to verify the model and test hypotheses; the last part is a conclusion and discussion of the empirical results, and a prospect for future research is also discussed.